eMarketer expects US digital video ad spending will see double-digit growth annually through 2020. By contrast, TV ad spending will grow much more modestly, at rates ranging from 2.0% to 2.5%. Still, TV will remain dominant, with total ad spending reaching $77.17 billion in 2020, more than quadruple the $16.69 billion for digital video, as explored in a new eMarketer report, “Digital Video Trends Q2 2016: Monetization, Audience, Platforms and Content.”

A NewBay Media study sponsored by Akamai showed that 73% of US TV and video professionals polled planned to monetize their content with ads in Q1 2016, while 59% planned to use subscriptions. Those two methods beat out pay-per-view (37%) and electronic sales (34%).

Research firm Advertiser Perceptions found that 38% of US marketers it surveyed in December 2015 planned to draw funds from their broadcast budgets to support digital video ad spending. This was followed closely by print (36%) and cable (29%).